See The Spot

Will This Campaign Designed to Attract Tourists to the U.S. Actually Work?

JWT Bows First Work for Brand USA

By Published on .

Advertising Age Player

After hiring WPP's JWT last summer to handle marketing, Brand USA -- the new tourism marketing entity charged with promoting the United States to world visitors -- is ready to break its first major ad push.

The 60-second launch spot is heavy with imagery of cities such as San Francisco, New Orleans, New York and Miami, as well as vistas of beaches and forests, and is careful to include actors representing the various multicultural communities that make up the U.S. population. The song used in the spot, "Land of Dreams," was composed by Rosanne Cash, daughter of American music legend Johnny Cash. She appears in the ad, playing the song under New York's Brooklyn Bridge.

"Our goal is nothing short of rekindling the world's love affair with the U.S. -- the place, the spirit and the dream," said Brand USA CEO Jim Evans in a statement. "We want to spread America's message of welcome around the world and invite travelers to experience the limitless possibilities the United States has to offer."

The campaign airs in the U.K. and Canada first, followed by Japan in early May. Other countries that the campaign will be rolled out to include South Korea, Brazil, India, Germany, China, Mexico and Australia.

So what do you think? Will this spot work to attract global tourists to America? Let us know what you think in the comments.

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